Turning thirty is a milestone for any company, but in the fast-evolving world of marketing and communications, it is something rarer: proof of enduring relevance. Celebrating this legacy today, the focus is firmly on the future, reimagining creativity through technology, nurturing talent for a new era, and deepening the partnerships that will shape the next chapter.

One of the biggest problems killing the advertising industry in Jordan:

Clients are hiring unqualified marketing managers.

Titles are given based on internal politics or past roles, not marketing knowledge or advertising expertise. As a result, entire campaigns built by skilled, experienced creative teams are being judged by junior-level thinking or personal taste.

No understanding of consumer behavior
No appreciation for strategy
No clue about communication objectives
Just “I don’t like this visual”

Ah, “creative.”

Possibly the most overused, misunderstood, and abused word in the brand universe. It shows up in every brief. It echoes through every meeting. And it almost always comes paired with the classic line: “We want something more creative.”

But here is the uncomfortable question: What does that even mean? Is it colorful? Trendy? Unusual? Does it mean adding a typeface no one can read? A logo that spins in circles? A version with a bigger logo?

One of the most common answers we hear when we ask clients, "Who is your target audience?" is: "Everyone."

It sounds ambitious, but it’s actually a warning sign. Because when you try to speak to everyone, you end up reaching no one in a meaningful way.

I’ve seen this play out time and time again. Brands are hesitant to define their audience because they fear alienating potential customers. They believe their product or service is for "everyone," so they resist narrowing their focus, thinking broad means more opportunities.